New Morrisons supplier seeks games partners

Morrisons’ entertainment distributor is on the hunt for retail and publishing partners in a bid to become a major player in the games market.

Cinram – a big global distributor for music and DVD – was unveiled as Morrisons’ new supplier last month. The deal marks the firm’s first major foray into the games market.

And on the back of this deal, Cinram is actively pitching its services to games firms.

We truly believe that we are ideally placed to extend our services more fully to the games industry in Europe,” Cinram Europe’s MD Neil Ballantine (inset) told MCV.

Distributing games will enable us to offer clients significant economies of scale. In addition, due to our market leading Vision software, we make it possible for retailers to understand consumer trends and ensure that stock levels match market requirements.”

Cinram is one of many new distributors hoping to make an impact in games this year, but Ballantine believes its years developing systems for DVD and music puts it at an advantage over its rivals.

There are undeniable advantages to distributing through a company with a significant distribution footprint across products in the same category,” he said.

Distributing video games is a natural extension of our existing operation and allows publishers to benefit from our well established and tested systems.”